Recently the Physical Activity Council published its annual report on American adults’ participation in physical activity. The results were rather alarming: In this age of fitness wristbands and personal trainers, more than a quarter of all adults reported no physical activity at all in the prior year. Let’s pause and let that sink in. Not stretching…not playing slow-pitch softball…not walking for exercise...IN A YEAR!

What does this lack of physically active role models at home mean for our country’s youth? It’s not a simple issue.

Child advocates call for daily required physical activity among school-aged children, through a curriculum of Physical Education as well as the opportunity for physical activity throughout the day. However, given the village needed to raise a child, the P.E. teacher is only one of the special experts she gets to see sometimes—in many schools, P.E. is rotated with other specialty topics including Art, Media, and Music.

To address this, some schools are increasing the amount of P.E. children receive to up to 60 times a year, and encouraging teachers in all areas of education to get the children up and active, collaborating, during their lessons across all topics.

How does this translate into exercise among school-aged children? That news is more encouraging.

Our YouthBeat data show that while only 44% of Kids (grades 1-4) participate in sports either in or out of school, 79% get some kind of exercise at least “a few times a week*.” That level of exercise peaks at 91% among Tweens (grades 5-8) then starts to dip for time-strapped Teens at 76% (grades 9-12).

What can your brand do to encourage healthy and frequent physical activity among youth? Model physical activity in your communication to them. Some suggestions:

Depict their favorite activities—swimming, walking, and bowling are all among the Top 5 physical activities Kids, Tweens, and Teens do for fun*.

Show other types of play as being active—for example, dress-up can be walking down a makeshift runway, not just standing in front of a mirror.

Perhaps most importantly, model adults of all ages being physically active. Our data show high proportions of co-viewing of media among parents and children. By inspiring adults to get up and move, you’ll inspire their children to follow suit.